ic! berlin uses employees as models in its Meet The Crew collection

Forget models, one Berlin based brand is using its latest campaign as a way for everyone to meet their employees, the people behind-the-scenes, who bring the eyewear brand to life everyday.

The collection called Meet The Crew is focused on frames inspired by, named after and made by ic berlin! employees from all over the world.

The viewer is invited to pick up a pair of this latest collection – and get to experience the real ethos of the brand, which in an era of consumers demanding more brand transparency, is a very clever move.

The ad campaign is complimented with a digital component too, on the company website viewers can get a lowdown on each member of the crew, and see a mini Q&A where they divulge everything from their favourite spot in the city, to what their job entails, and how they came to be at ic berlin! There’s a social element to with #meetthecrew running across the brand’s social handles.

Here’s a snippet of the team and their specs:

1. Gülcin Ündemir

The company’s sales rep in Turkey, who teaches yoga on the weekends and rocks her style sunglasses in caramel brown sand metal.

2. Tom Bochmann

Head of Technical Development, enjoys stracciatella ice cream and is a Douglas Adams fan. Check out his style in metal black.

3. Katharina Lehner

As art director at the company she has a visual eye and when she’s not working she enjoys peanut butter cups, polka dots and films by Wes Anderson. Katharina’s signature specs come in a matt gold, black-matt style, with a nod to all things retro with the shape.

4. Ronny Sens

Ronny is Applications Administrator at ic berlin! HQ, he prefers his fries without ketchup and is a Game of Thrones super fan. He wears his style with the smokey matt black colourway.

The 23 frames, a broad mix of styles, from straight eyewear to sunglasses, come with the brand’s respect for detail; so expect laser-cut, handcrafted eyewear from each pair.